Rapid advances in Google’s ranking algorithm and radical changes in the way consumers behave have made it increasingly difficult to talk about search engine optimisation (SEO) without specifically touching on local search.
But what is it about local SEO that has marketers and business operators so excited? Here are six key reasons that local SEO has become so important for businesses in Australia:
Local SEO Helps You Target More Relevant Traffic.
When a small company first gets started with in-house search engine optimisation, they’re bound to make more than a few rookie mistakes. One of these could be focusing on generating more traffic to the website without giving much thought to who these new site visitors are or what they’re after. There are many ways to address this potential problem when researching and selecting keywords to target. For locally focused (and especially bricks-and-mortar) businesses, optimising for local search is one of the most effective ways to ensure that the increased traffic correlates to their target customers.
In a world full of large scale companies competing in a cut-throat environment, a lot of small ventures get beaten by a considerable margin. From logistical capabilities, enormous financial differentials, to overall company power, a small business just cannot compete with such huge corporations.
For small time entrepreneurs, the fact stated above may discourage them from starting home-grown ventures. They think that they’ll just end up with the other businesses that get eaten up by the “Big Boys.”
However, to the few who want to wade into deep waters and test the market, an emerging strategy is beginning to take the world by storm: Search Engine Optimization or SEO for short.
Here are some advantages that SEO can bring to small time business owners.
One of the advantages that SEO can bring is that utilizing it doesn’t have to cost too much. As with other types of businesses, finances usually have to be spent. These funds are called investments. There are a lot of services out there that can offer help when it comes to SEO ranking.
Some companies who manage SEO, they have a “no rank, no pay” policy. This system means that if a blog or site does not appear to rank, then the entrepreneur doesn’t have to pay anything to that company.
Even if you’ve been playing by Google’s rules, keeping up with frequent algorithm changes, you might still find yourself to be a victim of negative SEO.
You have to look over the fence into your competitor’s backyard, as they might be the ones playing it dirty, setting up traps in order to make sure you fail. By dropping out of search engine’s good graces, your company is bound to hit the bottom, what has a negative effect on your rankings, visibility, visits, and, ultimately, conversions and revenue.
What many tend to forget is that once you hit the rock bottom, the only way you can go is – up. But how?
1. Use Google Search Console alerts
Google Search Console represents extremely valuable collection of tools which include information about search traffic, search appearance, technical status update, crawl data and other educational resources. With this in mind, it is evident why it found its place in almost every website owner’s, webmaster’s and SEO professional’s toolbox.
If you’re using Google Search Console as well, then you know you can leverage it to monitor the safety of your website. It helps you detect any kind of abuse, and to react quickly to any weird activity, turn on alerts. In order to do that, go to the GSC dashboard, choose settings and then go to Preferences. There you simply enable email notifications and you’ll get alerts directly to your inbox.
When you’re out of the office or during downtime, your secretary could be completing SEO tactics that won’t take up too much time. He or she could be maximizing your website in the search engines in between answering your phones or scheduling your appointments.
1. Research and Target Relevant Keywords
Before adding more content or following any of the other suggestions, it’s vital that your secretary is able to find relevant keywords for your industry. The keywords should be more specific than a general one like HVAC, home builder or lawyer. When you choose keywords, they have to be more specific to ensure that you’re moving up in the search engine rankings. It’s not enough to publish a website. If you want to find organic traffic through SEO, you have to find the right keywords. If you’re a personal injury attorney, use keywords like car accident lawyer or slip and fall attorney to gain relevant traffic. You can use Google’s own keyword planner to find the right SEO keywords.
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